An Ultimate Guide On How To Think Socially And Drink Locally

By PETER SIMPSON on January 11, 2017

Photo Credit: Herald File

George Anderson knows a thing or two about managing successful organizations.

A member of the Order of Canada, Anderson was once president and CEO of Canada Mortgage & Housing Corp., chairman of Central Guaranty Trust, and chairman of the Insurance Bureau of Canada. He also served on numerous boards, foundations and councils in the private and public sectors.

Well, Anderson is very much alive and, despite his initial gruff reluctance, is now happily up to his waist in hops and yeast as one of four founding partners running Saltbox Brewing Co. in Mahone Bay.

The other partners are McLoughlin, Jardine and Andrew Tanner, who is a systems developer of management software and deputy mayor of Bridgewater. All four partners reside in Lunenburg County.

“Yeah, I was right, it’s a lot of work, but it has been very gratifying,” said Anderson.

Initially, Anderson and a group of people met at the HUB South Shore to discuss the possibility of opening a local brewery. After a few meetings the number of participants dwindled to a handful.

“I was frustrated because it was just talk. I thought we either do this or we don’t. Andrew and Patrick said they wanted in, so the partnership was formed, and we moved forward quickly,” said Anderson.

The property was purchased in April and the partners opened the doors to business in mid-September.

“We are directly across the street from the busy Mahone Bay NSLC outlet, where shoppers can see us. We also have 48,000 people living in the trading area, and there’s a huge influx of tourists. Combine those factors with the region’s history, and the 363 Main St. location is perfect for us,” said Anderson.

“I believe that someone needs to lead the way when it comes to community development. It’s all outlined in the Ivany Report, which basically says if you want to save yourself, help yourself. We thought opening this business would be a good example of that,” he said.

The brewery property was the original site of the Mahone Bay Exhibition, circa 1887, then a gas station was built. Most recently the building was occupied by an antique dealer.

“The way the building is configured makes it ideal for our use. The large garage doors make it easier to move equipment in and out, and the doors open up to the large patio in the summer,” said Anderson.

Jardine, an architect by trade, has an interest in preserving the region’s built heritage and the aesthetics of old buildings, and is happy that the brewery building’s careful restoration and transformation reflect that notion. “It’s important to save the fabric of our historic communities,” he said.

Saltbox’s clients range from young to young at heart. Anderson said the normal image of a craft beer drinker is a male, 25 to 40, who prefers hoppy beer and dark beer, a narrow range of preferences.

“When you look at the demographics in this region, a craft brewery can’t make it on 25-year-old male beer drinkers,” said Anderson. “You also have to broaden the appeal to women and all age groups.”

In order to help people transition from big-brewery beer to craft beer, Saltbox had to offer them something mild. The locals seem to have responded as clients include young men and women, as well as the Boomer crowd. Many of them have gone from the milder offerings to the stronger craft beers.

“One fellow who comes in here is close to 80. He drinks Coors Light at home but says he enjoys our IPA. He also wants to support local enterprise, and appreciates socializing with others. Some of our clients are hip, while others identify with hip replacements. They all get along though,” said Anderson.

Saltbox’s marketing and unique design concepts were accomplished in-house. Key contributors to this important process were Tanner, who is a marketing and sales specialist, and McLoughlin, who boasts a strong finance background and a wealth of international experience in the hospitality industry.

Folks who drink the beer also played a part in the Saltbox launch. Recipes were developed and refined via the Pioneers, the brewery’s first clients. This diverse group of locals trailblazed the beers, somewhat akin to a suds-drinking focus group. Together they decided which beer recipes would likely be popular.

One of the first Saltbox Pioneers, local resident Jo-Ann Hamilton, appreciates the new brewery. “It brings more liveliness to town, and it’s nice to get together with the locals. The brewery owners took our suggestions and tweaked their recipes. The beers are very palatable. I enjoy them,” said Hamilton.

Beers produced by Saltbox Brewing Co., whose slogan is “Think Social, Drink Local,” pay tribute, some cheekily, to the South Shore’s rich heritage.

The most popular beers are Nun on the Run, a cream ale with a touch of honey and spice (ABV 4.7 per cent) and Holy Mackerel, a pale ale lightly hopped with hints of summer melon (ABV 5.7 per cent).

Other offerings include Dynamite Trail Ale, The Blue Nose 1850, Old Foundry Stout, Revelation Golden Ale and Ironbound Scotch Ale. Petite Riviere cider and beers from other local breweries are also available. Saltbox beers can be found in many of the region’s pubs and restaurants.

The beers can be purchased in take-home kegs, grunters and growlers.

“The community support has been overwhelming, and we are lucky to have on staff an award-winning brewmaster, Jeremy Fehr. Many start-up breweries struggle to produce a good beer, but right out of the gate our beers were appealing. That is due in large measure to Jeremy’s contribution,” said Anderson.

Most supplies are purchased locally – from building materials to ingredients – and community initiatives are supported. For example, the wooden flights (taster paddles) are crafted by the good folks at The Ark, managed by the Lunenburg County Association for the Specially Challenged.

Anderson said the Saltbox partners share a common vision. “When we discuss our brewery venture, we don’t talk about how big we’re going to get, we talk about how good we’re going to get.”Visit www.saltboxbrewingcompany.ca for more information.